TV ratings have been a popular way to track the success of an event and health of a league or sport for as long as they have been measured. They are an easily digestible number that everyone can understand, from the water cooler to the boardroom.
But are they still relevant in a time when fans follow games in a number of other ways?
Yes, they still are. They’re easy to understand and advertisers still care about the numbers. However, streaming data, social engagement, app downloads and other measurements should be considered just as important. Here are a few other metrics to look at when determining the success of your event.
Streaming: Viewers and Length per Viewer
TV is still leading the way people view sports, but streaming on phones, tablets, computers and apps continue to take a larger piece of the pie. The streaming options available are varied from a mirror of the TV broadcast to alternate camera angles, player-specific feeds, hole-specific feeds or even point-of-view.
Looking at the streaming numbers and length viewers spend on each ‘channel’ can go a long way in determining your event’s reach. It’s also a good way to discover what your audience is interested in, in order to incorporate that into a future broadcast. It even helps create new sponsor-friendly assets or increase the value of your current assets.
App: Session Time and Active Users
Downloads are easy numbers to look at, but they don’t tell the full story. Think about the apps that you haven’t opened in months, tucked away in some folder on the third page of your iPhone. Whether by month or day, depending on your industry, it’s crucial to check the number of active users. Do they rise during the lead-up to a big game? Are they using your app as a second screen during your event? Furthermore, look at session time to see how long and when they’re on. Is it just a quick stop to check a score? If that’s the case, maybe you need better content to encourage them to stick around.
Website: Unique Visitors and Time Spent on Site
Page views can be a big, impressive number, but super fans who visit several times a week or even a day can cloud those stats. Look at the unique visitors statistic to see the number of fans your content is reaching. Similar to app session time, you also want to know how long people are staying on your site.
Social Media: Engagement
The number of social media followers is akin to how many households a cable station is in. Just because they can see your content, doesn’t mean they actually do. Go one step further and look at the engagement your posts are receiving – likes, comments, replies, retweets, shares, follows and so forth. This is a deeper, but still easy to understand, way to track if people are reacting to your event and what they’re saying. Read up on more social metrics here.
It’s easy to look at ratings, but don’t stop there. These are just a few of other measurements to consider when you’re tracking the reach or impact of your event.